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At Bâton Rouge, we believe the strength of our brand lives in the passion of our people. Today, we sat down with one of the key minds shaping our evolution to talk about what drives the vision behind the scenes—and where we’re headed next.
Q: What first drew you to Bâton Rouge, and how does our mission of sharing passion through food connect with your own values?
A: Honestly, it was the emotional connection. I’ve always been drawn to brands that mean something to people, not just products, but real parts of their lives. Bâton Rouge has been around for over 30 years, and for many guests, it’s been part of their story from childhood to today. When I joined, I saw a brand with incredible roots but no clear direction. It felt like we were stuck. The image was fading, and traffic was slipping. I wanted to bring the fire back—renovate the look, shake up the vibe, and introduce new items that reflect where we’re going, not just where we’ve been.
Q: Why the shift from steakhouse to grillhouse?
A: Great question. “Steakhouse” is limiting, it boxes us in. A grillhouse opens the door to variety. Hospitality is about people, and people want options. With a grillhouse approach, we can offer bold new dishes, more sharables, fresh seasonal flavours… and still serve the premium cuts we’re known for. It’s the best of both worlds.
Q: Looking ahead, how do you see Bâton Rouge evolving while staying true to its roots?
A: The restaurant landscape is changing fast. Massive dining rooms with 250 seats? That model is losing steam. What we’re building now is more intimate, smaller locations with strong ambiance, thoughtful menus, and spaces that feel welcoming. We’re also expanding beyond Quebec, and that’s really exciting. But wherever we grow, the essence of Bâton Rouge stays the same: warm service, flame-grilled flavour, and food that brings people together.
Q: What role will innovation play in elevating the guest experience?
A: Innovation is everything. It’s how we stay relevant. We need to keep evolving with new dishes and new experiences, especially if we want to attract the next generation of guests. But while the menu may change, some things never should: the human touch, the genuine welcome, the connection. A great smile, a warm conversation—that’s timeless.
Q: Which part of our brand identity do you believe will drive loyalty in the years to come?
A: I believe it is community impact. Flame-grilled food and premium cuts are our signatures, but loyalty comes when people feel seen and valued. That means showing up in local communities: sponsoring youth sports, supporting schools, running food drives. It’s about living beyond the four walls of our restaurants. That’s what will set us apart.
Q: Our brand personality is rooted in sincerity, reliability, elegance, and charm. How does that show up in your leadership style?
A: I believe in a clear vision and zero compromise. That’s how I lead. What I ask of our franchisees, I ask of myself. We’re here to serve them, so they can serve our guests. But leadership also means teamwork. If one restaurant is short-staffed or struggling in some way, we all pitch in, whether that’s a manager, a marketer, or me. No hierarchy, just hands-on help. My job is to remove obstacles and inspire people to grow together.
That’s the spirit we want to carry forward. And if you’re curious about what’s next—new dishes, fresh spaces, stories from behind the scenes—we’d love for you to follow along. This isn’t just a rebrand. It’s a reinvention. And we’re just getting started.
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